Innovation Roadmap #3

Innovation Roadmap #3


Nutritional Supplement Company Proactively Fills Pipeline with New Innovation


Project: Innovation Roadmap - Nutritional Supplements
Client: Major Nutritional Supplement Company
Situation
  • The company wanted to take a more strategic long-term approach to innovation
  • Competition was expected to increase as other companies tapped into overall health and wellness trends, with the category fundamentally evolving from ingredient based to the need to leverage consumer benefits
  • The organization had no comprehensive strategic process to develop innovation ‘platforms' and then funnel / prioritize specific ideas; over time, the company hoped to create a proactive process and culture that fosters world-leading innovation

Assignment/What ASG Did
  • Developed a future [opportunity] "map" of the category: what it would look like in the coming years, key emerging consumer and competitive dynamics, likely future innovation opportunity space expressed as unmet/emerging consumer needs, and areas of company leverage
  • Developed strategic innovation platforms that provided focus for the innovation effort, identifying specific market gaps against which the organization could bring particular leverage
  • Delivered a range of high-potential innovation/new product concepts to fill the growth pipeline - built from the strategic platforms defined
  • Provided a preliminary marketing blueprint for "bringing to life" and executing each concept
  • Outlined a clear innovation roadmap with a recommended development path, including suggested sequencing of the new product pipeline that best built presence in the category and the equity of the brands involved

Results
  • ASG generated a five-year roadmap: 35 concepts under four platforms that client and consumer considered high potential
  • Client estimated value of the funnel represents over $100 million in new growth potential
 

"ASG helped us jump start our business growth capabilities by re-training our entire marketing management team in state-of-the-art, consumer-based, business building strategies, transforming the marketing function from tactical execution to a core growth focus."

Chief Marketing Officer
Financial Services